"At KFC, we have always been proud of our role in bringing loved ones together at the dinner table around a bucket of our world-famous fried chicken," Andrea Zahumensky, the chief marketing officer of KFC US, said in a statement. "Now, this winter we're bringing all the things we love — family, friends and fried chicken — together around the fire with our scented firelog."

KFC has also cast a long list of various actors, singers, and comedians as Colonel Sanders since 2015, including Billy Zane, Darrell Hammond, and Reba McEntire, who served as the chain's first female Colonel earlier this year.

The chain's advertising strategy is rooted in mixing its history — such as the continued appearance of Colonel Sanders and the emphasis on its "11 herbs and spices" — with quirkier applications, like the scented log.

"Over the years, we've had many, many people try and emulate KFC's successes ... and no one has ever got close," Tony Lowings, KFC's incoming global CEO, said at the investor day for its parent company, Yum Brands, earlier in December. "And part of the reason for that is that our history is real."